Virtual Marketing? Are games just for kids?

For all the emerging industries that are surfacing right now, one is popping up in a way that could fundamentally change how advertising is approached for many companies. With the advent of increasingly high-res virtual environments found in many new video games, some companies are already capitalizing on advertising opportunities. Several years ago, how many companies would have thought of paying for billboard space in a video game?

In an market where there is a tremendous amount of clutter, and an early recognition that new youth generations are completely different than previous generations (x)… what is your strategy for reaching these people? If you can make your brand relevent to them, this is something you should keep your eyes on. But guess who else is playing these games? Yes, there are 20, 30, 40 and 50 year old men buying Xboxes, I have a few in my own family.

So if you’re looking for a place where people want to be, stare intently at your ads for hours and still have their marketing guard down… this is a good place to start.

Making the most of what you have

In our never ending search for the creation of better information, better processes, better market intelligence, better research, better risk management, increased customer relevance… (and on and on) it’s critical to never lose sight of our need to make the most with what we currently have. This is not to in any way detract from the importance of a robust and integrative process. The point I’d like to make is that often the best and most immediate avenue for improvement in the short term is not to focus on process enhancement, but just to get the right people in the room to talk about the right things.

For all the complexities of strategy, it always starts with people discussing the data available and looking for competitive advantage. Once you have your direction, make sure your mid-level managers get together often enough to know how to support the plan and each other in making it happen.

Recognizing that the “optimal state” is always in the future as it’s your vision, sometimes the process gets more attention than it should.

Strategy is about people, and it’s a manual process of grinding out ideas

Continue to improve what you’re doing by enhancing the process (short -> mid term solution) but take a step back and see what you can solve just by getting the right people in the room.